George at Asda has launched an Asian clothing range – a first for a British supermarket or major high street retailer – in response to customers asking for authentic ethnic clothes at affordable prices.
The 13-piece collection includes salwaar kameez (traditional suits), khurtas (tunics), dapata (scarves) and churidar (slim leg trousers). The collection has been designed with a team in India and is made with authentic Indian material. Prices start from a competitive £7, with a complete suit for £26 – a fraction of the price of independent retailers that can charge up to £60 for similar suits.
The range is aimed at everyone and customer Melissa Bliss agrees: “I just want to say hurray! I am a non-Asian customer but I am definitely interested in the range. Thanks for being ahead of the game.”
Farida Ravat also contacted us to say: “I heard on the BBC News today that Asda is launching an Asian fashion range, which is fantastic. I wanted to know where the 21 stores were to check if one was near me.”
The new range is currently available online and at the following stores:
- Asda St Matthews, Walsall
- Asda Living, Forster Square Retail Park, Bradford
- Asda Living, Tottenham Hale Retail Park, Tottenham, London
- Asda Living, Eastgate Retail Park, Bristol
- Asda Southgate Circus, London
- Asda Dewsbury, West Yorkshire
- Asda Park Royal, London
- Asda Beckton, London
- Asda Isle of Dogs, London
- Asda Colindale Edgeware Road, London
- Asda Leyton
- Asda Supercentre, Great Bridge, West Midlands
- Asda Hulme, Manchester
- Asda Small Heath, Birmingham
- Asda Wembley
- Asda Hyson Green, Nottingham
- Asda Perry Barr, Birmingham
- Asda Oadby, Leciester
- Asda Thurmaston, Leicester
- Asda Hounslow
- Asda Cape Hill, Birmingham
- Asda Edmonton, London
- Asda Feltham, Middlesex
“We are extremely proud to be launching the UK’s first mainstream range of traditional Asian clothing,” says Fiona Lambert, Brand Director at George. “We have the broadest socio-demographic group of all the supermarkets and we wanted to offer affordable clothing suitable for all our customers.
“Our ethnic food ranges in Asda have seen a 46% year on year increase during Ramadan and we’re expecting huge demand in the build up to Eid and Diwali celebrations.”
J Wimal, editor of Asian Woman magazine, said: “It is exciting to see a well-known high street retailer embracing ethnic cultures and offering good quality authentic outfits at affordable prices. This definitely marks a turning point for ethnic clothing on the high street.”
We’ve been developing our range of Asian and other world foods and would love to know what else you’d like to see in your local store.
Find out more and tell us what you’d like to see here.
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9 Comments for "New from George: Authentic Asian clothing at affordable prices"
This is really great news spcially asian who are very much comfortabale/liking to wear such of those cloths, I would suggest to ASDA in bangladesh there has lot’s of desinger over there & can buy very attractive women’s cloth from us. if u need any furtehr help plz try to contact me by email. I m always ready to help ASDA to show our different admiable /latest desing cloth supply with best quality. No more today, bye bye,
Hey, thats brilliant news!
Just a point though, as Zara mentioned above ndian and Pakistani Shalwar kameez isn’t always the same in terms of design and cut . They are unique in their own ways, so maybe Asda can team up with both Indian and Pakistani designers for future additions to their range!
I think that the fact that Asda have thought of responding to fashion needs of the Asian- and also all communities is admirable and very forward thinking! I love all the beautiful tunics and sweet kaftans… Thank you so much! Its so easy to critisize but it is very lovely to see a nationwide store stocking brands that are not the norm! Well done Asda!
This is such an amazing idea! ASDA have really broadened their horizon which is extremely admirable. It is so good to see that other cultures and ethnicities are being embraced in an English clothing range. Well done ASDA! You have really broken the boundaries in fashion.
Not a single one of your Scotland stores appears to stock the new asian clothing range!!!!
I think the styles are great and this is a positive in recognising women from other cultures living in our country want fashion at an affordable cost too.
I am not Asian myself but have always been an admirer of the Asian styles. I would wear some of these items myself such as the tops and scarves.
Like Zara says above the style preferences differ between regions and countries but at least it’s a starting point that can only be welcomed.
I love the look of some of these clothes (I’m not Asian but love the style and would definitely buy them). I’m disappointed to see that they will not be available in the store in Colchester where I live. Buying on line is not satisfactory as I like to try things on before purchasing. I hope you would consider extending the range to more stores.
i dont think £26 is affordable, as i have been buying full 3-piece outfits from asian shops at most for just £18
Although I’m pleased at the launch of an asian clothing range…..you’ve assumed that the designs from India will be suitable for all. If you delve further the maximum number of customers wearing shalwar kameez are of pakistani origin, whose designs and preferences are very different. The lengths of the dresses as well as fabrics preferred are also different.